It's easy to think of your website and email marketing as being two totally separate channels. But are they really?
Many email marketing campaigns have calls to action that ask the reader to fill in an online form, add items to a shopping list or read an information page that is part of a website. From the email marketing side of things we can see the click through rates and on the website side of things we can see the page visits.
How can we tie these together to get the whole story?
Google Analytics â€“ Immensely Powerful, Immensely Valuable
Google Analytics is a free web visitor metrics tool that you can add to your website to get insight into what your website visitors are doing as they look through your website. (If you're not already using Google Analytics, you're wasting your time online. This is a must-have tool for anyone who is even half-serious about their website. Its not only free, its immensely valuable.)
It provides easy to read and understand information in the form of charts and graphs. You get basic measurements such as how many pages have been viewed, as well as more sophisticated ones such as page overlays against your actual website that let you see what visitors are clicking on.
End to End Measurements - from your Email to your Website.
Excitingly, you can now create links that you insert into your email marketing messages that allow Google Analytics to track what your readers are clicking on in your emails (read our simple 'how to' guide with examples).
"So what!" I hear you cry.
With this seamless integration from your email through to your website you can now see what happened after a person clicked on a link in your email message. Which link they clicked on, what the person did after they visited the web page, how long they spent on your website and what they looked at and how successful your email was in achieving your intended outcome.
Putting your Knowledge into Action
Having this additional understanding of your customers and prospects means that you can segment your email lists with greater insight. You can also send follow-up messages to people who didnâ€™t do what we expected them to do - with alternative offers and information.
The experts all know that, when email marketing becomes more focused on the needs and wants of customers it becomes easier to convert every email into a sale.
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